Social Media and Marketing Communication for Airports
Rachel Obermoller Aviation Representative
What is Marketing?
• Relationship building • Communicating
• Creating value
• Exchanging ideas
• Selling
Marketing Channels Old School
• Print, radio and TV advertising
• Brochures • Mailings
• Giveaway items • Signs and billboards
• Telemarketing
New School
• Websites
• Email campaigns • Social media
• Networking opportunities • Events
Website
• What information do you need to share? – Information for local community
– Information for transients
Website
Website
• Email Lists – Purchase access to list manager
• Mailchimp (free at some levels) • Constant Contact (free 60-day trial)
• icontact (free 30-day trial)
– Manage it in Outlook or other email application
Social Media
• Facebook • Twitter
• AirNav
• Google +
AirNav
• Fuel prices can be updated with free user ID • Users can leave comments about their
experience
• Basic subscription is $50 annually – Link to your website
– Contact information
AirNav
• Facebook is the most visited site on the Internet
• About 28% of Facebook users are older than 35, about half of those are over 45
• Facebook is a hub for sharing information – Friends and family
– Businesses
– Communities
– Organizations
Networking and Events
You’re marketing your airport when you promote aviation in your community
• Adopt-an-Airport
• Adopt-a-School
• Sponsor aviation events in the community or public events at the airport
• Talking to people about aviation and airport activities
Marketing Plan
• Defines the Who, What, Where, When, How • Utilizes multiple, integrated channels
• Defines goals
• Is flexible and responsive
SWOT Analysis
Strengths (Internal) • Location • Current tenant base • Existing events
Opportunities (External) • Nearby airports without
fuel • Unique amenities other
airports don’t have
Weaknesses (Internal) • Lack of involvement • Don’t Facebook
Threats (External)
• Outside competition
What are your overall goals?
• Use SWOT Analysis to help determine where to focus
• Goals are strategic
• Fit with vision and long term goals for the airport
• Focus beyond current “customers”
The 5 “W” Questions
• Who are you trying to reach? – Target Market
• What are you trying to accomplish? – Overall goals
• Where are you going to “advertise” or communicate? – Marketing channels
The 5 “W” Questions
• When will you accomplish this? – Routine, effective, but not annoying
• Why are you doing this? – Steer back to overall goals
• Can also add “How” – This is your implementation plan
Groups
• Who – Target Market(s)
• What and Why – Overall Goals
• Where – Marketing channels
• When – Ideas for campaigns, communications, ways to engage target markets
How?
• Create a marketing plan that includes – Implementation
– Assigns responsibilties
– Provides ideas or examples
• Engage members of your target markets – Feedback
– People who will champion the airport
Airport Manager Guide
• AirTAP website • Indexed by topic
• Complements ACRP Guidebook for Managing Small Airports
